Many many studies have been done of
where do a persons eyes look on a web page, its a multi million dollar
investment in study and research. Banner blind is a term coined some years
ago, due to viewer dislike of ad banners, mainly due to over use, to the
point that any design element that even looks like a banner will be ignored.

Now comes a new kind of blindness..
the top/side area of a page. For the same reason, adverts and their over
use. We all have become very used to not paying the least bit of attention
to anything at the top section and often both sides of a page. Why ? Because
we know that on far too many sites, those areas are devoted to advertisement.
So if the page appears to have the same layout, even if the top and sides
are relevant information, it will be ignored as if it were the same trashy
averts we have all come to dislike so much.

However, at the same time, viewers tend
to look in the same places all the time for relevant information, those
same areas. So how to jolt the viewer out of the blind state, and help
them "see" the data ?

You have to get creative :)

Static:
Most averts on those tops and sides tend to move about and shift and change
in an attempt to drag the viewers eyes to them. There is good sound reason
for that, as human eyes are very good at picking up such visual cues. However,
we are also very good at ignoring "useless" visual information. So if your
navigation is in that now often ignored side area, which it very likely
is, break the cycle by keeping it still. Do not give in to the temptation
of roll overs, or mouse overs or any the java or CSS style events that
make things jump, shift or shake.

CSS style Color highlights and the like
can be useful as an exception, as it makes for high contrast, and given
that the largest increases in the net viewer population, are Sr.
Citizens, this can be a good move for the sake of high visablity, but take
care not to overdo them.

Color:
Most often the adverts are not that colorful. They learned that bright
and blaring didn't work so stopped that in favor of more tasteful banners.
That's your advantage however, have your relevant data in those areas ?
Use color, bright colors, make the navigation etc., stand out and be noticed.
High color CCS mouse over highlighting, as mentioned above, is a simple
way to accomplish this.

Break the format:

The most common layout currently used
is an inverted U where the relevant information is the middle of the page.
Your task, to create a layout that does not even remotely resemble that,
on purpose. Use the entire page for the important data and in effect force
the viewer to really "look" at the page.

It does tend to defy the rule that says
"People spend all their time on other sites" meaning you want a layout
that resembles those others to where the viewer does not have to figure
out where to look. However, since so many have abused the trust of the
viewer, feeding them unwanted information with this all too common layout,
you have to defy that rule somewhat to get their attention on what you
want them to see.

You do want easy to follow navigation
of a type they don't have to think about to find, but need it in a format
that they will "see".

In a word, it comes down to, use the
baseline elements of a common style, but do it in an uncommon way. This
requires a lot of thought and planning of course, but the end result is
worth it.

Now it goes without saying, but I will
say it anyway if you want the respect of your viewer, do not give in to
the temptation of putting these same averts on your site. Yes you might
make a bit of money off them from time to time, but is the bit you make
in avert money worth the loss of sales for your own product ?

It's up to the site holder to chose
of course, but over all, studies prove the amounts you might make on them,
are not worth the loss of customers you will indeed lose by overloading
the site with these advertisements. You are much better served by making
the site pay for itself in the manner intended, with your own products,
not hawking someone else's.